Social Marketing and Your Company

John Foley, CEO/CMO Grow Socially

• Founder/CEO interlinkONE -1996• Marketing Management Software

company (ASP/SAAS)

• Started Grow Socially in 2010 (CEO/CMO)• Online Marketing Consulting and

Services• Social Media Strategy/Planning

Management, Execution and Measurement

• Website Consulting and Design• Search Engine Optimization• Search Engine Marketing• Video Services

Paul Strack, President CustomXM

• Joined family’s commercial printing operation in 1990.• CustomXM has been on the leading edge of technological solutions. • A leading provider of Targeted marketing solutions.• CustomXM incorporates personalized cross-media applications that include Web to print and variable data applications• In 2010 and 2009, recognized by Quick Printing Magazine as one of the top 100 Printing companies in North America,• In 2009 was the recipient of two Benny’s, one of the industry’s highest honor.s • Winner in Arkansas Business’ 2009 Business of the Year awards (Category 1).

What is Social Media?

• The way that people communicate

• Target like-minded prospects

• Communicate with customers

• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate Information• Platform

Is it really effective?

What are they using it for?

Strategy before Tactics! - THE PLAN FIRST!

• Step 1: Describe the Business

• Step 2: Business Goals

• Step 3: Who is your Audience

• Step 4: Where Is the Audience Cyclically?

• Step 5: How Does the Audience Use Social Media?

• Step 6: The One Thing

• Step 7: How Will You Humanize Your Brand?

• Step 8: Content Resource and Distribution Strategy

• Step 9: How Will You Measure Success?

@Jaybaer

How do printers get started?

Define Target Audience

Audience Acquisition

•Prospecting, Customer Service, Partner Management, Other

• Discover / Engage / Get found

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$$$

$

Optimize / Social Friendly

TOOLS

Get Noticed

Nurture Engage Conversation

Landing PagesOffersEmails Polls

Social Media Blogging Analytics Content Mgmt SEO

Nurture Engage Conversation

Convert

Convert

Action - Publish - Engage – Converse - Share

Convert / Measure

Product?Service?Asset?

Integrated Multi-Channel Marketing

Lessons from the “Real World”

• Culture is critical• Why the need to plan?• Just Do It!

The big 4 Channels for PSPs

• LinkedIn: networking event by chamber of commerce

• Facebook: personal house party but can have business effect

• Twitter: Block Party

• You tube: Your own TV Station

• Actively participate and engage• Seek out prospects and customers and information that

is relevant to you• Share information! Be a thought leader, be yourself,

show the human side of your business• Variety: Pictures, links, videos• Use tracking tools like ilnk.me, bit.ly, budurl.com or other• Review your efforts and measure your results

http://www.twitter.com

• Connect with prospects and customers• Use the question and answer section to find

and provide help• Become active in the groups!• Post self-promotional items – news and events

http://www.linkedin.com

• Actively promote your page• Seek out friends and fans• Share information! At least post two items a

week• Variety: Pictures, links, videos

www.facebook.com

• Customize look and feel of your channel• Keep videos short – 1 to 3 minutes• Keep up variety: from educational to funny• Stay consistent with posting frequency

www.YouTube.com

Four Fundamentals

1. Build your network

2. Engage with the network you have built

3. Be consistent

4. Track and analyze

Engage and Nurture – The Ongoing Conversation

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Social Media prospecting versus

"cold calling"

Driving traffic - What's the website have to do with it?

Crossing Media - The direct mail piece to the online social experience

Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign

effectiveness.

Start Today!

1) Start slow 2) Just do it 3) Be yourself

Success Stories

• InterlinkONE:Since end of 2008…..– …. From 0 – 4000 between corporate and

individual accounts for Twitter Followers– …. 10K+ have clicked on our links, downloaded our

e-book, our whitepaper, from social media sites alone!!!

– 50+ prospects in pipeline directly from twitter…

CustomXM• $25,000 in sales directly from Twitter• Two new customers• Led to numerous presentations at local,

regional, and national levels• 1 FREE dinner in Chicago!

Got Questions?

John Foley, Grow Socially• 978-674-8081• JohnF@GrowSocially.com• Twitter.com/JohnFoleyJR• Facebook.com/JohnFoleyJr• YouTube.com/GrowSocially• LinkedIn.com/in/JohnFoleyJr

Paul Strack, CustomXM• 501-375-7311• pstrack@customxm.com• Twitter @pstrack• Facebook.com/CustomXM• Youtube.com/CustomXM

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